ANAHEIM, CA--(Marketwire - Dec 6, 2012) - LiveWire Ergogenics, Inc. (OTCBB: LVVV), makers of the popular LiveWire Energy™ products, today announced the appointment of three key marketing executives responsible for a major new National Sales and Marketing Initiative to continue the rapid expansion of LiveWire's distribution channels and retail customer base.

Mr. Zalkins, formerly of Redleaf Water, Canada's leading provider of ultra-premium bottled water, is responsible for introducing LiveWire Energy™ chews to distribution and convenience store channels in the western United States.

Mr. Torgerud, now located in Florida, has been with LiveWire Energy™ for five years and was previously responsible for Midwest sales. He will now manage all sales activity for the Midwestern and Eastern United States.

Mr. Siguenza, as Director of Promotions, is responsible for the many LiveWire Energy™ promotional events that take place on a monthly basis across America in a variety of sports and entertainment venues. In addition, Mr. Siguenza will lead product sampling and education events in cooperation with convenience store chains and other LiveWire retailers and partners.

In announcing the appointments, Mr. Hodson stated, "With demand growing for LiveWire Energy chews and to continue increasing the distribution we've already achieved, we felt it was the right time to bring in an experienced sales and promotions team to support our aggressive expansion program.

"At LiveWire we intend to leverage our regional successes into a nationwide presence in the energy food space by partnering with large grocery and convenience store chains, as well as with distribution and wholesale channels. Our objectives include the establishment of several thousand new locations for our products in the coming months. These objectives can be achieved through the development of new retail sales and distribution channels and by leveraging the relationships with our existing distribution and retail partners.

"Our aggressive plan for market penetration also includes retaining the services of key influence brokers in the consumer products sector who have the ability to get our products before the public and onto retail shelves. Our strategic marketing plan is expected to drive growth in consumer demand through targeted promotions and a direct product sampling program utilizing our dedicated Brand Ambassadors."

About LiveWire Ergogenics, Inc. (OTCBB: LVVV) and LiveWire Energy™ ChewsLiveWire Energy™ chews are manufactured in Anaheim, California by LiveWire Ergogenics Inc., the first company to market a full-flavored, soft "energy" chew packed with both B vitamins and up to 120 mg of time-released caffeine.

Safe Harbor Forward-Looking StatementsTo the extent that statements in this press release are not strictly historical, including statements as to revenue projections, business strategy, outlook, objectives, future milestones, plans, intentions, goals, future financial conditions, future collaboration agreements, the success of the Company's development, events conditioned on stockholder or other approval, or otherwise as to future events, such statements are forward-looking, and are made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. The forward-looking statements contained in this release are subject to certain risks and uncertainties that could cause actual results to differ materially from the statements made.